Are you broadcasting? Don't assume that “social media doesn't work” if you are; instead, understand that being ignored is in itself a form of feedback, and figure out how you might adapt. Pay attention to how your community members are interacting. Ask what they want to see from you. Take small steps. Don't “join the conversation” so much as “build your relationships.” That is the true nature of social media.
About The Author:
Christa M. Miller is a freelance writer based in Greenville, S.C. She specializes in law enforcement and digital forensics and can be reached at firstname.lastname@example.org.